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The same rules that apply to writing good direct response copy for letters apply to email copy, except that there are some important differences. People will not read long email messages so you have to state your proposition, offer, and call-to-action quickly and make sure that you hit the most important benefit quickly. Whether or not your message even gets to the recipient is determined by message content that isn't even read by humans, but by spam filters. So, it's very important to avoid spam filter words and phrases. The header and your subject line are your outer envelope and teaser copy and just like in a mail package, they determine whether or not your message is opened and read. The message should be short and easy to read and must include a strong offer and call-to-action.
Things to remember:
- Write a compelling subject line and keep it short.
- Focus on a single subject.
- Establish good email etiquette.
- Include strong offers in headlines.
- Restate offer from headlines in body copy.
- Keep the copy short and relevant.
- Clearly state important benefits and features.
- Demonstrate benefit and value.
- Include a call-to-action.
- Personalize your email message.
- Use bullets to call attention to important details.
- Avoid spam words and phrases.